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Type: Conference paper
Title: An examination of the attitudes and behaviours of ethnic Chinese wine consumers: An exploratory study
Author: Somogyi, S.
Li, C.
Johnson, T.
Bruwer, J.
Bastian, S.
Citation: Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007: 3Rs - reputation, responsibility, relevance / Maree Thyne, Kenneth R. Deans and Juergen Gnoth (eds.): pp.2032-2040
Publisher: Australian & NZ Marketing Academy
Publisher Place: CDROM
Issue Date: 2007
Conference Name: Australian & New Zealand Marketing Academy Conference (2007 : University of Otago, Dunedin, NZ)
Editor: Ken Deans
Abstract: Qualitative focus group interviews were performed with ethnic Chinese wine consumers residing in Adelaide, South Australia. The purpose of the interviews was t o explore wine related attitudes and behaviours unique to Chinese consumers. The major findings of the study revealed a preference for sweet wine styles and cork closed wine bottles. The practise of mixing red wine with lemonade was discussed. Participants believed that wine was good for their health particularly in maintaining a healthy cardiovascular system and a medicinal administration of wine for a positive health effect was observed.
Description: ANZMAC 2007: Reputation, Responsibility, Relevance
Rights: © 2007 ANZMAC
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Appears in Collections:Agriculture, Food and Wine publications
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